IAGA Insider Digest Series
The MGA’s Strategic Collaboration: Leveraging Local Influencers to Grow Membership
In an era where reaching the right audience is crucial, the Metropolitan Golf Association (MGA) has showcased a remarkable example of knowing your market and utilizing the USGA’s influencer playbook to focus on membership growth. We recently spoke with Kevin Kline, the MGA’s Director of Member Services, about their innovative partnership with Gio Giannotti from the popular “Boomer and Gio” radio show and Golficity, a local content producer from New Jersey. This collaboration not only highlighted one of MGA’s public facilities but also dived into the importance of getting a handicap and how it works.
This collaboration is as grassroots as they come. Kline, an avid listener of the Boomer and Gio radio show, seized an opportunity when he discovered that Gio—who had been increasingly discussing golf on the air—would be appearing at a local liquor store. Armed with MGA swag and a strategy, Kline and his team approached Gio, igniting what would evolve into a highly successful partnership.
“It was just an opportunity I couldn’t pass up,” said Kline. “Gio didn’t know who we were or what we did, but he was appreciative, and the next morning, he was on air talking about us. It really took off from there.”
This approach underscores the importance of knowing your market. The MGA identified Gio’s audience as a perfect fit—primarily sports enthusiasts and potential golfers within the 25 to 45-year-old male demographic. By recognizing the unique opportunity in their local media landscape, where few others were discussing golf, the MGA tapped into a market eager to engage with the game. It’s also a great example of the importance of knowing your market and region as the types of people and content that will resonate will vary from market to market.
The MGA’s collaboration also drew heavily from the USGA’s influencer playbook, which aims to promote golf and grow membership through strategic partnerships with influencers. By integrating the world handicap system into their content, they also provided valuable education while promoting the MGA’s services.
“We wanted to highlight a public facility and the importance of getting a handicap,” Kline explained. “With the USGA putting a lot of marketing behind the handicap system, it just made sense to incorporate that into our content.”
The result was a video that not only featured Gio and the Golficity team playing 18 holes but also provided a straightforward explanation of how the handicap system works. By choosing influencers with a significant following in the local community, the MGA was able to amplify their message and reach a broader audience.
One of the most significant outcomes of this collaboration has been the sustained engagement and brand awareness it has generated. The video has already had 14,000 views in just three weeks, and the conversation around it continues, with a big thanks to ongoing mentions by Gio and Boomer on their radio show. The content is also very authentic, which is key to success when undertaking these types of initiatives.
“This video has been a gift that keeps on giving,” said Kline. “Whether it’s Gio wearing MGA swag on air or listeners calling in to talk about the video, it keeps the MGA in the spotlight.”
The MGA has been strategic in its use of the content, breaking it down into short-form videos for Instagram and other platforms, and featuring it in their newsletters and magazines. This multi-platform approach ensures that the content remains fresh and continues to engage both current and potential members.
For other associations looking to replicate this success, Kline’s advice is straightforward: pay attention to your market, use the resources available in the influencer playbook, and don’t be afraid to take the initiative.
“Every market is different, but the key is to find the right influencers who resonate with your audience,” he advised. “And once you find them, work closely with them to create content that not only promotes your association but also provides value to the viewer.”
The MGA’s collaboration with Gio Benitez and Golficity is a testament to what can be achieved when an association understands its audience and leverages the right partnerships to reach them. As they continue to build on this success, the MGA is well-positioned to grow its membership and further its mission to promote the game of golf.
By: Santana Shipley